# Privacy-Ending Pictorials NTT Docomo's 'Handbag Interview' Campaign Exposes Customers By Omar Yusuf | Published 2011-10-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/handbag-interview References: [japantrends](http://www.japantrends.com/girls-handbags-contents-reveals-smartphone-personality/) & [walkwithyou.jp](http://walkwithyou.jp/woman/index.html) According to 'Handbag Interview,' a new campaigning initiative by mobile giant NTT Docomo, the furnishings of a girl's purse will reveal a lump of information about her. Having coordinated their efforts with with lifestyle magazine [Tokyo Graffiti](https://www.trendhunter.com/trends/tokyo-popups), Docomo launched an entertaining marketing campaign that sheds light on the people who buy and love their phones. The [clutches of 57 unfortunate girls](https://www.trendhunter.com/trends/electronic-handbags) were emptied and their contents put on display, and small word bubbles on the campaign website explain the importance of each item. Because NTT Docomo sells [lifestyle smartphones](https://www.trendhunter.com/trends/boring-phone), the Handbag Interview campaign shows how each phone is tailor-made for the various demands of modern Japanese women. The message is simple: Whatever your fashion sense, style or age, there's a perfect phone for you! ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 14% | Activity: 23% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Personalization Marketing:** NTT Docomo's 'Handbag Interview' campaign shows how tailored features can be marketed based on the contents of a user's purse. - **Transparency Advertising:** The 'Handbag Interview' campaign by NTT Docomo displays the contents of a user's purse to showcase a transparent view of their target market's lifestyle. - **Data-driven Campaigning:** NTT Docomo's 'Handbag Interview' campaign utilizes data from the contents of a user's purse to recommend phones based on their specific needs. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers can use the 'Handbag Interview' campaign by NTT Docomo as inspiration to market their products based on the contents of a user's purse in a personalized way. - **Consumer Electronics:** The 'Handbag Interview' campaign by NTT Docomo can inspire the consumer electronics industry to create tailored features based on user data to cater to specific needs. - **Marketing and Advertising:** The 'Handbag Interview' campaign by NTT Docomo can revolutionize marketing and advertising by utilizing personal data to create a more transparent and personalized approach. ## Related on Trend Hunter - [Distraction-Free Flip Phones](https://www.trendhunter.com/trends/consumer-cellular.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Minimalist Co-Branded Mobile Devices](https://www.trendhunter.com/trends/boring-phone.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md)